At the same time consumers are demanding far more in terms of both style and functionality as kitchen appliances play an increasingly, important role within the overall kitchen design.

Many manufacturers have responded to these challenges by offering a wider range of products that utilise state of the art technology and focus on design, innovation and performance.

Ovens that clean themselves with Pyrolytic cleaning, steam ovens that can be built in or free standing, cooker hoods that turn themselves on and off. Consumers are offered a multitude of new products and options that promise to make their life in the kitchen easier.

In refrigeration we have products with indoor electronics, alarm system facilities to switch from fridge to freezer and back again. In home laundry, washing machines that can modify the number of rinses according to the level of soap present, or in dishwashing, sensors that adjust the programme according to the level of soiling.

Whilst appliances have more functions the retailer must reassure the consumer that this does not mean that appliances are too complicated to use! They must be sure to advise the consumer correctly on the various options and demonstrate that they can make life more comfortable for today’s time pressured families.

The retailer actually has a clear opportunity to encourage consumers to trade up by demonstrating added value and emphasising the benefits that such appliances can offer.

The independent retailer also has a unique position over other outlets such as large impersonal retailers and internet businesses when it comes to selling these modern appliances. They can offer a personal service that includes knowledge and advice on the products that will satisfy their needs. They will be on hand to demonstrate that intelligent does not mean complicated and will be there to assist if any issues arise in the future.

Appliance manufacturers must support the retailers in this role by offering training and support to the retailer combined with clear marketing and promotional material. As always deliveries still need to be prompt and reliable and in the event of breakdown an efficient after sales service needs to be in place.

Green and innovative products are here to stay, so manufacturers need to remain in tune with consumer expectations and continue to develop innovative new products within an ever-challenging market.

Consumers rightly expect high quality innovative products and excellent services in order to create their dream kitchen – and the industry must respond to ensure that those dreams continue to be realised to best effect!

Printer friendly version

Email this article to a friend

Bookmark this

---